Delivered 500+ Assets Through a Virtual-Influencer Pipeline

01 / At a glance

A creative property and a technical product, delivered as one program.

Company: Brud / Dapper Labs
Project: Miquela creative production and Villa M release operations
My role: Technical program and creative-production lead
Scope: Creative Production · Technical Project Management · Go-to-Market Operations
Production scale: More than 500 creative and campaign assets across character, community, and launch work
Technical scope: Four Web3 products and bounty programs in the Flow ecosystem

02 / The problem

A virtual character is both a creative property and a technical product.

Miquela was already a globally recognized virtual influencer. The next chapter extended that identity into Villa M: a community experience combining original content, digital art, NFTs, partnerships, and Web3 product releases.

Every campaign introduced dependencies across creative direction, illustration, motion, 3D assets, product, engineering, blockchain infrastructure, QA, legal, external partners, and community activation. Without one operating plan, creative quality, technical readiness, and launch timing could drift apart.

The character could never see the seams between the studio and the software team.

03 / Creative context

A virtual identity had to remain coherent across story, product, and community.

Original portfolio video
Miquela / Villa M project context

Miquela character experience for Villa M — Interactive experience
Character-led community onboarding

Press coverage of Miquela and Villa M — Launch context
Villa M press coverage

04 / What I owned

I made the creative pipeline and technical roadmap one delivery system.

Creative

Turn direction into production

Translated creative intent into milestones, asset requirements, owners, review gates, and a cadence that protected character and brand consistency.

Technical

Surface dependencies early

Owned backlog, scope, risks, QA readiness, releases, and dependencies across product, engineering, blockchain infrastructure, and external partners.

Launch

Keep readiness shared

Connected creative leads, designers, artists, product managers, engineers, production coordinators, partners, and community around one view of launch readiness.

05 / The operating model

Every asset had a creative path, a technical path, and a launch path.

Creative-to-launch production pipeline

Ideas became buildable work without separating the audience experience from its technical dependencies.

01

Align

Brief + release objective

Clarify the audience experience. Define what should ship, how success would be judged, and which decisions required founder or creative-lead approval.

02

Decompose

Production tracks

Turn the concept into concrete work. Split delivery across illustration, motion, 3D, marketing content, product surfaces, engineering, community, and partners.

03

Map

Technical dependencies

Plan the invisible work early. Account for wallet flows, NFT assets, contract behavior, web releases, traffic risk, QA, and partner requirements alongside creative production.

04

Review

Change + decisions

Keep revisions connected. Maintain the backlog, surface tradeoffs, coordinate feedback, protect milestones, and update every affected team.

05

Launch

QA + deployment + community

Move approval into readiness. Carry the work through final QA, deployment, campaign delivery, partner coordination, and community activation.

06 / What shipped

A repeatable production system for creative work with real technical dependencies.

500+ assetsCreative and campaign work delivered through the Miquela production pipeline
4 technical programsToken Minter, NFT Minter, Discord Token Plug-in, and Batch Token Transfer Tool
20-person teamProduct and engineering delivery aligned with creative production
30% velocity improvementAchieved during significant product and organizational change

The durable outcome: one operating model that let a virtual character move consistently across storytelling, product, technology, and community.

07 / What this proves

I can carry creative intent through technical complexity without losing either.

Creative ProductionBuilt a high-volume pipeline that protected character, brand, and campaign consistency.

Technical Project ManagementOwned roadmap, dependencies, backlog, risk, QA readiness, and coordinated release decisions.

Go-to-Market OperationsConnected final asset approval to deployment, partner delivery, campaign timing, and community activation.

Zero-to-OneEstablished the operating model for creative products with emerging Web3 dependencies.

08 / Takeaway

The pipeline was invisible to the audience—and indispensable to the team.

A virtual character is believable only when every creative and technical surface tells the same story.

My job was to preserve that coherence while hundreds of assets and multiple products moved through different teams, tools, and launch constraints.